Channel 4 Fakes It With Smirnoff Sponsorship
Smirnoff is making its first move into programme sponsorship and is teaming up with the Channel 4 show Faking It.
The new series begins in September and ten new episodes will follow, running through to early December. Commenting on the deal, Dan Johns, communications planning director of the Smirnoff account at Carat, said: “Both Faking It and Smirnoff have the same target audience. The way in which Carat Sponsorship and Channel 4 have worked together on this project has enabled us to challenge several sponsorship norms.”
The vodka-brand has previously concentrated the majority of its promotional campaigns in clubs, supported by an internet site. However, it has also run a string of high-profile television commercials.
Programme sponsorship deals have become an increasingly popular method of advertising and Channel 4 previously brokered a similar sponsorship deal for the controversial Queer as Folk series with Becks beer.
Channel Four: 020 7396 4444 www.channel4.com
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